Is flavoured gin still relevant in 2025?

Flavoured gin has long been one of the most polarising spirits - celebrated for creativity yet criticised for prioritising style over substance. At IWSC 2025, it once again proved why it’s such a talking point.

With 92 entries and 65 medals awarded (including 2 Gold Outstanding and 8 Golds), the category showed signs of maturity and a shift toward higher quality. But with fewer entries than previous years, the question remains: Is flavoured gin still relevant in 2025?

What is Flavoured Gin?

Flavoured gin allows a dominant flavour - beyond juniper - to take centre stage. Often created through post-distillation infusions of fruits, spices, or botanicals, it’s a style designed for boldness and approachability. While these gins attracted new drinkers during the gin boom, today’s consumers are demanding more balance, nuance, and versatility.

Singapore's Jasmine Triumph

This year, Singapore stole the show with a Gold Outstanding for Brass Lion Distillery’s Pearl Jasmine Gin, infused with Dragon Phoenix Pearl Jasmine Tea. Judge Anthony Gladman praised it: “Finally, someone has captured jasmine tea beautifully - delicious.” Tea botanicals appeared in 15 entries, reflecting a wider trend across the competition, particularly in countries where tea is culturally significant.

Meanwhile, the UK reaffirmed its dominance with five Gold medals, including Market Harborough Honey Co.’s Three Bees Raspberry & Elderflower Gin (96 points) and Balmenach Distillery’s Caorunn Scottish Raspberry Gin (96 points).

Market Reality vs Quality Evolution

The statistics tell a story of transition. As IWSC Spirits Judging Committee member Olivier Ward noted: “Flavoured gin is declining fastest across all metrics - volume, value, everything. It’s in double-digit decline.”

Yet Ward also saw significant progress: “We’re seeing more clarity of intent in the flavoured gins entered this year. Producers are taking more time, with more intention behind it, and it shows in the glass.”

This sentiment was echoed by judges. Siobhan Feeley praised producers for moving away from excessive sugar: “More natural sweetness and authentic flavours were the ones scoring higher.”  Emily Collins agreed, highlighting successful entries with “balance of flavour and ABV, and a strong identity. Fresh fruit flavours were preferred over artificial ones.”

The Survival Strategy

What separates commercial survivors from casualties? Ward explained: “The flavoured gins that are surviving are balanced, nuanced, and have depth. They integrate the lead flavour - whether fruit, herb, flower, or smoke - with an underlying gin complexity that works in any use case for the consumer.”

Certain styles stood out. Coffee-flavoured gins proved surprisingly successful, with judge Sarah Miller “loving some of the coffee and smoked-infused gins.” Raspberry gins also impressed as “fresh, vibrant expressions of the newly picked fruit,” noted Collins.

However, barrel-aged gins divided opinion. With 18 mentions across entries, some judges saw them as an attempt to “rescue” weak gins. Anthony Gladman remarked: “Aged gin is sadly still used as a way to ‘rescue’ gins or replace other aged spirits.”

Botanical trends also highlighted shifts: citrus remained the category’s universal anchor (38 mentions), while pink and floral notes (15 mentions) and native botanicals (12 mentions) showcased terroir, especially in Australian and South African gins.

What’s Next in Flavoured Gin?

For producers, the judges offered clear advice. “Don’t just think about whether you can make it,” said Lees. “Think about why you should - and why consumers will want to drink it.” Collins added: “Be clear about what your liquid represents and commit to it. Middle-of-the-road pleases no one.”

Ward summed up the category’s future: “If you’re going to drink less, drink better. The market is curating itself around that.”

The 2025 IWSC results show that while flavoured gin may be smaller, the survivors are building something more sustainable - products with purpose, quality and real consumer appeal.

Explore the full list of Flavoured Gin winners below.